According to Fortress of Solitude, the opening of the store certifies LEGO’s recognition that South Africa is ready for a premium toy experience in an exclusively branded outlet.

“The store will place focus on creating a playful and creative atmosphere, both principles that form part of the LEGO brand. Both old and young will be able to find unique experiences not available at any of the independent retailers. It will be a space where fans of LEGO can come together and be creative and experience everything LEGO has to offer.”

Kristian Imhof, Country Manager for The LEGO Group in South Africa also said:

“South Africans have had a decades-long love for LEGO sets and products, from children who learn the basics of construction, fine-motor skills or the sheer possibilities of the imagination, to adults who will go to extraordinary lengths to complete their themed collections. We are excited that this dedicated store will give fans old and new the opportunity to continue building their LEGO world.”

LEGO was invented sixty years ago in Billund, Denmark. According to CNBC, LEGO is one of the world’s strongest and most valuable toy brands. The company’s success is a lesson in self-improvement, problem-solving and protecting ideas – however small.